Global Fashion Business

Part I: An Overview 1. Nature of Global Fashion Business The characteristics of fashion business The status of fashion brand internationalization Fashion brand internationalization: Motivators, Enablers, and Benefits Trends that affect the scope and speed of fashion brand internationalization Case study 1.1. Beaucre’s Timely Entry into China in 1999 Case study 1.2. Anta’s ascent to the world’s 9th largest sportswear company Summary Class Activities References Appendix 1. Top 250 Global Retailers 2022 Appendix 2. Global fashion industry: Size, growth, and potential by region Appendix 3. Apparel and footwear market Sizes by region: 2016-2026 2. Global Fashion Marketing Strategy Global fashion marketing defined Global marketing strategy Inherent challenges associated with global fashion marketing Case study 2.1. Macy’s Exit from China Summary Class Activities References Part II: Global Environments Affecting Fashion Business 3. Economic Environment of Global Markets: Why and How it Matters Economic development level: Classification and General characteristics of each category Characteristics and challenges of retail markets by a country’s economic development level Implications of economic environment on global fashion marketing Case study 3.1. An Overview of China: It will be a mistake to view China as one country Case study 3.2. Strong Prospects of India’s Apparel Market Summary Class Activities References 4. Cultural Environment and its impact on global fashion business Defining culture and cultural elements Hall’s cultural dimensions and its implication on fashion business Hofstede’s cultural dimensions and its implication on fashion business Other cultural frameworks Implications of cultural environment on global fashion marketing Case study 4.1. Two Boycott cases: Muslims against Danish brands and Chinese against Dolce & Gabbana Case study 4.2. Why are second hand markets not thriving in China? Summary Class Activities References Appendix 1. Dolce & Gabbana’s advertisement accused of racism in China Appendix 2. Dolce & Gabbana’s apology 5. Legal and Regulatory Environment: Playing by the Rules Government regulation on retail sector Intellectual property issues in the global fashion industry Red tape, bribery and corruption: Implications for global fashion companies Case study 5.1. Ralph Lauren’s Bribery in Argentina Summary Class Activities References Appendix 1. Corruption Perceptions Index Part III: Assessing Global Market Opportunities 6. Internationalization Theories Internationalization process model Ownership-Location-Internalization (OLI) model Transaction cost analysis framework Network model Case study 6.1. Why Target’s First Internationalization Failed Summary Class Activities References 7. Where to Enter: Entry Market Selection Decision Entry market selection approaches: Systematic vs. Non-systematic Host country factors that affect fashion firms’ entry market decision Firm factors that affect entry market decision Case study 7.1. Havaianas’s Flip-flops: From a Commodity to a Premium Product Summary Class Activities References 8. How to Enter: Entry Mode Decision Market-entry choices Factors related to entry mode decisions Implications for fashion companies Case 8-1. Two Sides of Licensing: The Case of Burberry in Japan Case 8-2. Macy’s Exit from a Joint Venture with China’s Fung Group Summary Class Activities References Part IV: Developing Global Marketing Strategies 9. Brand Management for Global Markets Types and benefits of global brands Strategic global brand management process Consumer culture positioning strategy Country of origin and country image for global fashion brand management Case 9-1. Tommy Hilfiger’s different positioning across countries Summary Class Activities References 10. Product Development for Global Markets The importance of offering products and services suitable for the global markets Developing culturally appropriate products Product localization approaches for global markets Case study 10.1. How Gentle Monster Achieved its Wild Success Summary Class Activities References Further reading 11. Pricing for Global Markets Taxes and tariffs on imported goods Price escalation and how to minimize its effect Approaches to pricing for global markets Factors that affect pricing decision Parallel imports and its implications for global fashion companies Implications for global brand brands Case study 11.1. Cross-border Shopping and Luxury Fashion Case study 11.2. Chanel handbag pricing Summary Class Activities References 12. Retail and Distribution for the Global Markets International distribution channel decision International distribution channel configuration Digital distribution: Opportunities and Challenges in the global marketplaces Challenges in developing countries: Payment and Logistics challenges Case 12-1. WeChat and Mobile Shopping Channel in China Summary Class Activities References 13. Communications and Advertising to Global Consumers Global advertising: Standardization vs. Adaptation Cultural implication of international advertising Regulations and challenges related to advertising across countries Case study 13.1. Gymshark’s Impressive Rise: Social Media and Brand Community Strategies Summary Class Activities References Further reading. Burberry ad in China Appendix 1. Shiseido advertisement on Instagram Appendix 2. Puma’s Run the Streets campaign: US vs. Korea Appendix 3. Patagonia Houdini Jacket ad: Individualistic vs. Collectivistic culture Appendix 4. Estee Lauder’s advertisements: Masculine culture vs. Feminine culture Appendix 5. Clarks advertisements: Saudi Arabia vs. Kuwait Appendix 6. Yves Saint Laurent’s banned Ad in the U.K. Appendix 7. Miu Miu’s banned advertisement in U.K. Appendix 8. Lancome’s banned advertisement in the U.K.